Kellogg has unveiled a swathe of new products across its US cereal, snack and frozen businesses.
While cereal sales have struggled in the US, Michael Allen, president of Kellogg’s morning foods business, said ready-to-eat cereal “continues to be the most popular breakfast choice” in the country. In a bid to drive incremental category growth, Kellogg is launching three cereal options – Frosted Mini-Wheats Touch of Fruit Raisin, Krave S’mores and Kashi Organic Promise Raisin Vineyard.
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In its snacking business, Kellogg is focused on delivering “better-for-you” options while capitalising on faster-growth areas, such as breakfast biscuits. “More and more people are seeking wholesome snack choices that provide positive nutrition,” said Brian Huff, president of Kellogg’s US snacks division.
The group is launching varieties under its Nutri-Grain, To Go Morning Biscuits, Special K Indulgent Moments and Kashi brands.
Kellogg is also extending a number of its well-known snack brands into adjacent product sectors. Pringles tortilla crisps are being launched in original, nacho cheese and southwestern ranch flavours, Cheez-It Grooves will be available in Zesty Cheddar Ranch and Sharp White Cheddar.
In the frozen aisle, Andrew Loucks, president of Kellogg’s frozen foods arm, said consumers are looking for “bold flavours, ethinic flair and unique ingredients”. Product launches include Morningstar Farms Roasted Garlic and Quinoa burger and Kashi Greek Tzatziki and Indian Tikka Masala single-serving pizza.
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By GlobalDataThe group is also attempting to leverage the demand for convenience at breakfast time with the launch of bite-sized Eggo Bites Waffles and French Toast, along side Special K Bacon Egg and Cheese Flatbread targetting “weight managers”.
The innovation drive comes as Kellogg attempts to revitalise flagging sales in mature markets. Investments in product development are being funded through the groups four-year cost cutting programme, Project K.
Click here for our analysis of Kellogg’s Project K programme.
